Monat Tag

Monat is revving up its category mix with a color cosmetics foray. The direct seller is introducing a skin care-infused line spanning brow gel, concealer, translucent powder, gel-cream blush, bronzer, mascara and liquid lipstick — essentially, mainstays of a “prepare with me” TikTok video. “We focused on what are the products which are actually selling more without delay, to principally create a no-makeup makeup look, which we all know is super trending,” said Zulima Garcia, global senior product development director at Monat Prices range from $28 to $39, and ingredients include vitamin E, melatonin, caffeine and Monat’s proprietary botanical-based oil, Rejuveniqe S. “We don’t wish to position ourselves as a makeup brand because that’s not what we're, so it was necessary...